RKCR/Y&R scoops Bud football brief

Rainey Kelly Campbell Roalfe/Y&R has beaten DDB and Fallon to the task of building Budweiser's associations with the Premier League.

The agency is understood to be completing a TV campaign to run around Premier League coverage and the upcoming qualifying games for the World Cup in 2006.

For RKCR/Y&R, the assignment means a dramatic switch of allegiance. Last year, the agency won a brief to create a £10 million campaign for Carlsberg, focusing on its sponsorship of the 2004 European Championship football tournament.

The Anheuser-Busch brand is looking to capitalise more fully on its footballing links. "Budweiser has been associated with the Premier League for a decade, but a lot of people still don't realise it," an industry source said. "Now it wants to make the most of those associations."

RKCR/Y&R refused to confirm the win.

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